Scope
Narrative Strategy, Microsite Design, Fundraising Prospectus
Industries
Arts & Culture, Theater, Nonprofit
Year
2015
Redmoon didn’t do plays; they built public spectacles. Acrobats swung from buildings, cranes became musical instruments, and the Chicago River turned into a stage.
As their boundary-pushing vision grew, so did their ambition. With a new space and a citywide fundraising campaign on deck, they needed a way to turn their street-opera-meets-civic-movement story into something donors could see, feel, and rally behind. Our job was to make the magic feel measurable.
The Challenge
Big Vision, Small Budget
Redmoon had the ambition. They had the legacy. What they lacked was the kind of polished, structured material that could turn admiration into action. Their performances were explosive and emotive. But their fundraising materials didn’t reflect that same clarity or craft.
The challenge was twofold: stay true to the expressive spirit of Redmoon’s work, while delivering a format and message that philanthropists could trust. We had to create something that felt both artful and actionable.
Reimagining a theater brand known for fire and flight — with strategy that stayed grounded.
The Idea
Bring the Fire, Keep It Focused
We wanted an approach as grand as Redmoon's vision but on the limited budget of a non-profit. So to keep print costs low, we limited the color palette but amplified the contrast. On the microsite, we drastically limited integrations and interactivity. Instead, we focused on ensuring the copy content (that is, the nuts and bolts of the plan) was easy to digest.
While the limited colors were initially a major concern (fire? in black and white?), they ended up working in our favor, defining the character of the work. The result is a vibrant, graphic approach to telling the Redmoon story and communicating their guiding principles.
The Approach
Immersive, Practical, Memorable
Redmoon entered their fundraising campaign with the tools to back up their ambition. The printed prospectus served as a leave-behind with impact. The microsite extended reach and reinforced credibility with partners and donors.
More importantly, the materials created alignment inside and out. They offered a shared language that helped Redmoon talk about their future with confidence and character.
